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Shift to self service

SHOW THE MY T-MOBILE MAGIC
In order to create the shift to self-service, it’s up to you to convince T-Mobile customers to try and solve their own problems from now on. After all, this is easily done with all of the online services offered by T-Mobile. The core service is My T-Mobile, a personal web environment that allows you to enter and modify practically all of your settings and information the way you like it. So, your assignment is:

“Create a fascinating video that will convince T-Mobile customers to use My T-Mobile from now on.”

My T-Mobile allows you to change, modify, set up, view, and so on. There are no waiting times, no closing times - everything is there for you wherever and whenever you want. My T-Mobile gives you access to your information, quickly and 24/7. This self-service must radiate the sense that it is personal and transparent. Showing actual screenshots of the website is not a requirement for this video. Just think back to the “Hi Bewaarbox” commercial (with Froukje and the hat with the ear flaps; a sequel was produced through Brandfighters). The actual SMS Bewaarbox is not shown here either. Close with the T-Mobile logo and the slogan (see brand assets).

REASON: SHIFT TO SELF SERVICE
Because T-Mobile customers spend a lot of time online, T-Mobile online services have been designed to accommodate them.  However, for the sake of convenience, a large number of their customers still call Customer Service when they have a question, even though 60% of all calls are easily answered online. That’s why the goal is to create a shift from the call centre to self-service. A job that’s just perfect for Brandfighters! Check out the benifits of My T-Mobile here.

INSPIRATIONAL VIDEOS
Here are three videos that T-Mobile wants you to see. Check them out and be inspired!

1. Hi commercial: humour with an original twist. The product (Bewaarbox) is understated.
2. T-Mobile dance: energetic, positive and a nice, feel-good mood.
3. Appie: clear, obvious and simple, but much too dull. You can tell it’s not being shared. Show us that you can do better than that!

The intent of these sample videos is to give you a better idea of what T-Mobile is looking for. The challenge is to use a fun, refreshing, creative and humorous approach to make the target group aware of the self-service options: videos with a high share value.

LIFE IS FOR SHARING
T-Mobile is about people and their relationships. Their mission statement, “Life is for sharing”, reflects three brand values: involvement (the client is always centre stage and is always addressed in a friendly and personal manner), resourcefulness (products and service that people can actually use) and simplicity (everything must be easily and clearly understood). T-Mobile is social, inspirational, approachable and authentic.

JUDGING
Your videos will be judged for:

1] Connection with the brand and the assignment (communication value)
2] Idea (creativity and originality)
3] Execution (production quality)

This challenge makes demands of your power of conviction. Show us what you’re made off and surprise us and T-Mobile with original, out-of-the-box top videos!

PRIZE MONEY
Prize distribution for this contest is as follows:

1] €2500
2] €1000
3] €800
4] €450
5] €250

*Note: amounts above €450 are taxable (at 29%) under the legislation on gambling tax. Brandfighters will deduct this amount, so you’ll receive the prize money minus the gambling tax.

The T-Mobile contest is the third assignment of this period. After each period of four contests, the three best performing Fighters during that period are awarded: 1] €3000 2] €2000 3] €1000

OTHER INFO
Download and read the briefing carefully. It contains all the information required to make this a succesfull assignment. Also make sure you read the interview with jury member Mark van der Werff (Endemol International). Show us what you got and make sure your video gets an four million people audience!

LET'S FIGHT!